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Value in Use, Harvard Business Review

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Value in Use, Harvard Business Review

  1. 1. ILFATTORE“F” POSTEITALIANESPA–SPEDIZIONEINABBONAMENTOPOSTALE–D.L.353/2003(CONV.IN.L.27/02/2004N.46)ART.1COMMA1,DCBMILANO GENNAIO/FEBBRAIO 2012 € 13,50 GRANDI IDEE !"#$%"&$'()* +,)-$*.)/%-)&&) Christopher Meyer e Julia Kirby SELF MANAGEMENT 01*.)(#1%1/21*$/3$'#1/'"4$&$* #1-*$*("/"51-*31&*667*'1.)&)* Molinsky, Davenport, Iyer e Davidson PROPOSTE PER IL 2012 7311*",3".$*#1-*-$')&81-1* $*#-)4&1($*31&*()/3)* 91*31&&"*8)'%-"*"2$1/3": Autori vari COME FARE (PIÙ) FELICI I PROPRI DIPENDENTI E FARE (PIU’) PROFITTI NUMERO SPECIALE DOPPIO
  2. 2. MARKETING Il concetto di value in use è uno dei risultati più promettenti dell’approccio scandinavo al mar- keting. Il valore, dice Christian Grönroos, non può essere pre-confezionato nell’offerta ma è il risultato unicamente dei processi del cliente. Se voglio stabilire una relazione stabile con il cliente, devo aiutarlo a realizzare i suoi obiettivi. Un concetto sul quale dice qualcosa di simile anche Anthony W. Ulwick in un saggio del libro Creating Breakthrough Innovations edito dalla Harvard Business School Press (2006) e tradotto in italiano per i tipi della ETAS con il titolo Sviluppare innovazioni radicali. Come offrire innovazioni significative per il cliente? Secondo Ulwick bisogna chiedersi: Quali compiti sta cercando di portare a termine il cliente? Quali esiti sta cercando di ottenere il cliente portando a termine i suddetti compiti nelle di- verse circostanze? Quali limiti impediscono al cliente di usufruire di un nuovo prodotto o servizio? Value in use non significa che il cliente è co-produttore del valore, il classico prosumer toffleriano che si prende carico di alcune fasi del processo fornendo risorse al produttore, piuttosto il produt- tore è co-creatore di valore con il cliente. Il marketing B2B non è nuovo a questa impostazione, anche con modelli che prevedono il paga- mento proporzionale ai risultati del cliente, ma alcune campagne pubblicitarie B2C centrate sul ruolo del cliente mostrano che il concetto è nell’aria: “Your Potential our Passion” (Microsoft), “Perché io valgo” (L’Oreal). Conoscere l’area di sovrapposizione tra il ruolo del produttore e quello del consumatore può dare grandi opportunità di sviluppo del business e di ripensamento delle logiche di marketing. Ad esempio prendendo atto dell’apporto di significato (e quindi di valore simbolico) che appartiene alla fase di utilizzo del prodotto, oppure nella progettazione user centered. E ciò non solo per le grandi aziende in grado di gestire compiutamente articolate piattaforme di condivisione delle in- formazioni, ma anche per le medie e piccole imprese più tipiche della dimensione europea. Il concetto value in use ci sembra, infatti, particolarmente interessante anche in relazione al mar- keting delle piccole imprese che operano nel mercato B2B. Nelle imprese di minori dimensioni spesso ci troviamo di fronte a realtà economicamente rilevanti ma che difficilmente dispongono di un ufficio marketing strutturato, dove la funzione è sovente curata direttamente dall’imprenditore. Invece, è normale una forte interazione tra i dipendenti del fornitore e quelli del cliente connessa, in particolare, alle fasi di progettazione, istallazione e service. In tali aree di interazione e di inter- sezione capaci di fare emergere i driver del value in use esistono grandi margini di innovazione che il marketing può cogliere solo se c’è una diffusa cultura di marketing. In questo quadro, come insegna la scuola scandinava, è cruciale il ruolo svolto da quelle figure che Evert Gummesson della Stockholm University chiama part-time marketers, ovvero dei tecnici che fanno propria la cultura di marketing e la interpretano pienamente nel proprio ambito operativo. Se è vero, infatti, che le strutture di marketing sono estremamente variabili in funzione della cul- tura, dell’orientamento strategico e della dimensione d’impresa diviene più rilevante parlare di figure specialistiche di marketing, diffuse nell’organizzazione. Un risultato che, tuttavia, richiede in ottica di marketing interno di agire fortemente sulla leva della formazione. Una formazione diffusa al marketing, infatti, può fare molto perché consente di potenziare la spinta dal basso, dal cliente verso il fornitore, favorendo l’innovazione e la capacità di risposta alle esigenze del cliente. Inoltre, attiva dei meccanismi comportamentali e operativi che permettono di superare i limiti organizzativi delle piccole imprese. Un marketing pervasivo che valorizza i momenti di interattività e abilita, quindi, le imprese di dimensioni minori nel rilevante processo di reporting delle informazioni tratte dalla conoscenza delle esigenze del cliente e consente loro di co-creare valore insieme ai propri clienti. Value in use: formazione e pervasività del marketing nelle piccole imprese di Raffaele Crispino ed Enrico Viceconte * * Raffaele Crispinoè Vice Presidente AISM Associazione Italiana Marketing e CEO Project & Planning srl; Enrico Viceconteè Dirigente e docente di management di Stoà, Istituto di Studi per la Direzione e gestione d’Impresa. Gennaio/Febbraio 2012 Harvard Business Review 105

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